Abstract:
What happens on the mind of consumers’ while doing shopping? How does culture affect our
decision-making?
Understanding consumers’ decision-making process is one of the most important challenge in the
field of marketing. All the entire process is even more complicated if we consider that, nowadays,
marketing has to operate in a global setting and it has to face many cultural challenges.
In fact, culture plays a predominant role on the people’s life and it affects the way people perceive
and filter reality.
Since it has been discovered that people’s decisions are mainly influenced by unconscious mental
processes, neuroscientific research turned out to be an excellent tool to understand what happen in
our brain when it comes to make a decision. The aim of this research is to understand the way
culture wires and shapes our brain and, therefore, influence our behaviours, feelings, values and
practices. Cross- cultural differences on neuronal signatures will shed a new light on both culture,
cognition and marketing.
